This action might not be possible to undo. Are you sure you want to continue?
1 The Facebook Mission Give people the power to share and make the world more open and connected .
Facebook is the first platform that enables effective word-of-mouth marketing at scale.2 Introduction Facebook offers a new marketing solution for businesses. a map of people and their connections to everyone and everything they care about. comment about what they are doing and upload photos. They are part of an ongoing conversation that takes place in an open and authentic setting. This two-way relationship helps turn these customers into their greatest advocates. Facebook Ads provide the most powerful combination of reach and engagement available to marketers today. And they want their favourite businesses to be part of that conversation too. The most successful businesses on Facebook are a part of that social graph. People use Facebook to keep in touch with their family and friends. learn about what businesses their friends like. Marketing on Facebook lets you engage with people who are most likely to be interested in your business. At Facebook’s core is the social graph. either through a Facebook Page or implementing Social Plugins on their own websites and actively promoting that presence. This guide will focus on Facebook Ads and help you get started: facebook. Facebook gives businesses the opportunity to form personal and ongoing relationships with their customers. through publishing content to their Facebook Page on a regular basis and listening to feedback.com/advertising .
3 Facebook Ads Explained Difference From Search Create a Successful Ad Identify your goals Know your audience Create your ad and set your budget Understand Facebook’s advertising policies 4 4 6 7 8 10 18 Top Tips for Ongoing Management 20 .
Through a series of simple social actions. it does not reveal any personal data of the people who fit into the targeting categories. meaning that advertisers can target potential customers before they search. without ever leaving their current page. recommendations from friends on Facebook are really powerful. With search advertising you target users based on what you think they will be searching for.4 Facebook Ads Explained Difference from search Facebook Ads are integrated into the Facebook user experience. offering interaction and engagement unseen on other advertising platforms. You can target broadly by demographic and geographic preferences or you can get granular by targeting people’s specific likes and interests. . such as liking your business’ Facebook page or RSVPing to your event. With Facebook Ads you target using the information people share and enter in their profiles. giving the ad a personal recommendation. people can quickly interact with your business. Privacy First While targeting on Facebook allows companies to reach the most likely users based on information they list in their profiles. When this happens. If a user sees a friend’s name in an ad on Facebook. Just like in real life. they are 68% more likely to remember the ad and twice as likely to remember the brand. a user sees a friend’s name in your ad.
He created a Facebook Page for his business.5 Ray’s Pizza Ray owns a Pizza restaurant in Birmingham. R ay ’s P i z z a . England. Now he wants to increase his customer base using Facebook Ads. connecting with customers in his area.
6 To create successful ads you need to: Identify your goals Know your audience Create your ad and set your budget Understand Facebook’s advertising policies and ad approval process .
time and location. My Goal I want to increase the number of calls to my pizza restaurant .7 Identify your goals What is most important to you as a business owner? Do you want to: • • • • • • Drive awareness of your company’s Facebook Page? Increase recognition and awareness of your business brand or name? Acquire new sales leads? Get more people to like your Facebook Page? Get more people to visit your company website or online store? Increase sales by offering a special discount code for Facebook customers? • • • Tip The most effective ad campaigns focus on just one goal at a time. To increase phone calls to your store you would create an ad including your phone number. to encourage people to visit your store during a one day promotion for half-price pizzas. encouraging users to call your store now. you would create an event ad. For example. highlighting the date.
create different versions of the ad to appeal to different customer groups. let’s say you own a pizza restaurant.8 Know your audience Who do you want to reach with your ad? What information will get their attention? • Who shops in your store. or both? Are your customers a specific age range? Does your audience share an interest in a particular topic? Tip For example. to target each of these groups. Once you know who’s in your audience. Your customers fall into 3 main groups: • • • College students studying Busy families in the local area Bargain diners who look for special offers • • • You could create three different ads. You will start to learn what images and ad text work best for each customer group. . buys on your website or tells friends about your business today? Where are your customers located? Are they all over the world or in a particular location. each with slightly different goals.
for delicious pizza delivery! Ray’s Pizza 2 for 1 deal on takeout pizza.9 Ray’s Pizza Show your student card for a 20% discount on delicious pizzas! Open 7 days until midnight! My Audience I have three main groups of customers and an ad for each group David Nguyen likes this. Order here to claim this offer! David Nguyen likes this. Like . Like David Nguyen likes this. Like College kids studying Busy Families Bargain diners Ray’s Pizza Find your nearest store & order online.
The details of your ad live within this section. Relationship Instant When your destination URL leadsMessage users to your Page. “Like” will also appear in an ad leading to a Page. Event or Application.10 1313 4242 263 1313 424 2 263 Photos Add Photo Events Gifts Security / Privacy Friend Mobile Payment Options Best P Create your ad and set your budget Create Your First Ad Once you know what goal you want to focus on and the audience you want Poke to target. and RSVP will appear in an Event ad.com/advertising a Design your ad • Your ad is made up of a title. • Pages Targeting Re a Design your ad b Choose your target audience c Control your costs Proﬁle / Status Review and Inbox Mail / submit your ad News d Friend List Settings Search Cell phone Play Title Image Ad Title Edit Proﬁle Video Lexicon Invite “Like” will appear when your ad links to Facebook Pages. Body text Ads Billing Notes Sam . your ad title will be the name of your Page. You’ll also need to specify a destination URL (web address) that you want people to go to when they click on your ad. RSVP will appear for Events. start creating your ad: Add a friend Motion facebook. Like Like This is the body text for your ad. ad body text and image. Event or Application.
Like . active language like “Learn more now” or “Like us now to receive special offers” Image – The most successful ads on Facebook include images that are clear. If you want people to click through your ad to take specific action. Menus for all your needs.11 Here’s a step by step process for creating your ad: • • Destination URL – the web address you want your ad to link to Ad Title – If your ad links to your Facebook Page. while creating your ad you also have the option for Facebook to suggest an ad title. • • • • The image is poor quality and hard to read The ad text doesn’t call out any special offers There is no call to action As an alternative. Event or Application. your ad title will be the name of your Facebook Page. Like • • A bad ad Ray’s Pizza What could be improved: Lots of choice of pizza available at Ray’s pizza. If you are directing users to your website. easy to spot and directly related to the content of your ad A good ad Ray’s Pizza What works well: 2 for 1 deal on takeout pizza. use the 25 characters to capture people’s interest Ad Body Text – In 135 characters or less. be sure to call that out with simple. describe the benefits of your product or service. body text and image based on your URL. Order here to claim this offer! • • The image is strong and good quality The ad text clearly outlines the offer and has a clear call to action By linking to Ray’s Pizza Facebook Page users can see if their friends have liked it David Nguyen likes this. Event or Application. You can then further modify what is automatically suggested. David Nguyen likes this.
Focus on topics and themes rather than individual terms. on Facebook you can target people by their interests. You can reach people based on their: • • Location – by city. you could use this tv program in your likes and interests targeting along with more pizza specific themes.12 b Choose your target audience To make your ad more successful. ‘italian pizza’. ‘eating out with friends’. relationship status Likes and interests – what are your customers’ hobbies or passions? Unlike search advertising where you target the words people search for. it’s important to target the ad to reach only the people who would find the ad text most compelling. if you are targeting students. state. province. gender. language. • Education and work – you can direct your campaign to students in a specific university or people with a particular level of education • . ‘takeouts’. think about the interests of those students. or country Demographics – by age range. Is there a particular tv program that your target audience are likely to be interested in? If so. For example.
Pizzas. Pizza rolls. Pizza Napolenta. Birmingham Good targeting Gender: Males & females Age: 18–22 Location: Birmingham Interests: Pizza. Pizza ristorante.13 I want to target special offers to college students in this city. Italian food. takeouts. Italian food lovers. Italian pizza. Italian cuisine Education: In College Bad targeting Gender: Males & females Age: 13–65 Location: United Kingdom Interests: Food Education: All .
2 Ad schedule You choose when you want your ad to run. You can use the suggested bid or enter your own Tip If you bid below the suggested range. This is the most Facebook will allow you to spend in one day. This is the best type of campaign pricing to use when you want to drive specific action on your website or Facebook Page • Cost Per Thousand Impressions (CPM): A type of campaign pricing where you pay based on the number of people who view your ad. 3 The bidding option you choose and the max bid you set What should I choose? CPC or CPM? This largely depends on your advertising goals: • Cost Per Click (CPC): A type of campaign pricing where you pay each time someone clicks on your ad. causing their ad to be shown instead. not the amount you are going to be charged. This is the best type of campaign pricing to use if you want to raise general awareness of your business within a targeted audience How to choose your max bid? a Facebook will suggest a bid price to you based on your targeting options.14 c Control your costs There are 3 factors that determine the cost of your campaign: 1 Campaign budget 2 Ad schedule 3 Bidding option you choose 1 Campaign budget You can choose to budget for your campaign in 1 of 2 ways: • Daily budget: the amount you are willing to spend on this specific campaign for each day that it’s running • Lifetime budget: amount to spend between a finite period of time. may have higher bids. you can specify that $100 will be the budget for a 10 day campaign It’s useful to know that Facebook will assign your account a daily spend limit. your ad might lose the auction because other businesses. We recommend bidding within or above the suggested range to make sure your ad is displayed on the site. . targeting similar customers. You can select to run your ad continuously from the day you set it up or only run it through specified dates. We show you a suggested bid that falls within the range of bids currently winning the auction among ads similar to yours. You can choose to keep this bid. For example. by selecting the advanced mode you can enter your own CPC or CPM bid. especially if CPC bidding matches your goal Or b Choose your own: Alternatively.
Daily I only want to spend $10 per day Lifetime I want to spend $100 for the entire promotion CPC vs. Lifetime d Review and submit your ad The final step of this process is to submit your ad. your ad will be reviewed to ensure it meets our guidelines (you can view these at the end of this guide). You will receive an email once it has been approved. CPM CPC I want people to check out my menu CPM I want more people to know about my pizza shop . It is important that you monitor the performance of your ad over the first few days it is live.15 Daily vs. Once you submit.
The main metrics shown are: • Social: the percentage of your ad’s impressions where the viewers saw at least one friend who liked your Page. What response were you looking for. You can also generate more detailed reports and get insights into the types of users that are most responsive to your ads from the Reports tab.16 Monitor Performance We have a suite of tools that give you the information you need to make rapid and informed decisions about your advertising campaign. CPC (cost-per-click): the amount you’re paying on average for each click on your ad • • Where do I start? Make sure you are clear on the goal of the ad you want to analyze. The next step is applying what you’ve learned to your ad campaigns. Event. what metrics would help you see if your ad is successful? When you log into your Ads Manager you will see the main statistics for each campaign. . Application Clicks: each time a user clicks on your ad Impressions: each time an ad is shown to a user. • • Use this information to understand what types of users are engaging and interacting with your ads. regardless of whether the user clicks or takes any other action on the ad CTR (click-through rate): the number of clicks your ad receives divided by the number of times your ad is shown on the site (impressions) in the same time period Avg.
000% 0.1% Clicks 0 92 100 192 CTR (%) 0. 1 6 13 20 27 7 14 21 28 8 15 22 29 2 9 16 23 30 3 10 17 24 31 4 11 18 25 5 12 19 26 Check performance daily at the start Then check at least once a week .027% 0.00 Daily $10.00 $60.1% 0. CPC $0. You can choose to receive alerts when the reports are available through the Account Settings link.00 Tip To make sure you analyse your campaign performance regularly.00 $30.00 Daily Impressions 0 335.602 560. schedule reports that you want to receive on a daily or weekly basis.00 Daily $10.034% Avg.17 Campaign College pizza Family pizza Bargain diners pizza Totals Status Budget $40.203 Social % 0.0% 0.00 $30.33 $0.30 $0.045% 0.31 Spent $0.601 224.00 $0.1% 0.
we are committed to protecting our users experience by keeping the site clean.com/ad_guidelines. including our webinar centre in our Guide to Facebook Ads: facebook. You will receive an email once your ad has been reviewed.com/pages/create.com/plugins .facebook.18 Understand Facebook’s advertising policies and ad approval process Advertising Guidelines At Facebook. Thus. we believe that every part of our site.php To learn how you can make your website more social by using social plugins (i. Our advertising guidelines and policies can be reviewed at www. We believe that we can transform existing advertising messages that are tailored to the individual user based on how his or her friends interact and affiliate with the brands. music artists and businesses they care about.facebook.e.com/facebookads To create a Facebook Page visit: facebook. including the ads. consistent and free from misleading advertising. should contribute to and be consistent with the overall user experience. you can access our online learning resources. tips for your business and provide us with feedback on the product: facebook.php Continue to learn more! If you would like to keep learning. “Like” button on your website) visit: developers.com/adsmarketing Connect with our Facebook Ads Page to receive real-time updates from Facebook about the product.
facebook.com/ad_guidelines.com/facebookads Create a Facebook Page: facebook.php Use social plugins: developers.php Guide to Facebook Ads: facebook.com/plugins .facebook.com/pages/create.19 Key Resources Advertising guidelines and policies: www.com/adsmarketing Receive ongoing tips: facebook.
Keep testing and improving The most successful advertisers on Facebook refresh their ad creatives every 10–12 days.20 Top Tips for Ongoing Ads Management Keep this list close by and refer to it regularly. Test multiple ads and use the reporting in your Ads Manager to see which has the biggest impact. short and concise Checklist Image: 5 Use an image that speaks to your audience 6 Avoid logos unless your business is a very well-known brand – Body Text – Image – Destination URL – Targeting Destination URL: 7 Send users to a relevant landing page Targeting: 8 Choose a location where your customers live 9 Use the profile of your current customers to understand what demographics you should filter your audience by 10 Target users based on their interests and likes. Body text: 1 Ask questions to engage your audience 2 Include a call to action – tell users what you want them to do 3 Highlight discounts or free offers 4 Keep the language simple. not what they might search for Why not cut-out and keep this page? .
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.